IDEA Caravan sets off to bring joy to 5,000 children in 50 institutions throughout Serbia

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With support from Commissioner for Protection of Equality Brankica Janković,

the IDEA Caravan brought joy to children in the Zvečanska orphanage

More than 5,000 New Year gift packs are on their way to children in 50 institutions throughout Serbia, including orphanages and children’s hospitals, thanks to the socially responsible campaign “We love the holidays because we love each other”, which was organised by the retail chain IDEA for the fourth year in a row. With support by the Commissioner for Protection of Equality, this retail chain that operates as part of Mercator-S, distributed New Year gift packs to children at the Zvečanska orphanage on the first day, and announced the caravan’s visit to other institution.

During the visit, the needed attention and love was selflessly gifted to children, and Brankica Janković, Commissioner for Protection of Equality, said that the story of equality was also a story of solidarity, and that not everyone had the same starting position in life. She thanked IDEA for the campaign that has been ongoing for years, and during which they made holidays nicer for children in alternate care.

“This is where small people with unequal starting positions in life live, and they need help and support from each of us,” she said, and added that: “There should be more campaigns like this, since it is of immeasurable importance for the children that we can bring them joy.”

Happiness on the faces of the little ones is the greatest experience that campaigns such as these bring, and employees at IDEA stores will continue the campaign for years to come, since it makes them especially happy when they get a child to smile.

“Children should live in joy, and we should do everything to make them happy. That is why with the message “We love the holidays, because we love each other,” my colleagues and I have been aiming to make children happy and bring some laughter and joy to the places they live in for the fourth year in a row,” said Matija Protić, CMO at Mercator-S, and added: “Children are so happy when we visit them, and there is no greater joy for us when we see them smile. That is what our New Year caravan represents, for all of us who participate in it, it is an incredible source of happiness and satisfaction,” he said.

On Sunday, December 16, IDEA Caravan will visit over 50 institutions with more than 2,000 employees, in 23 cities throughout Serbia, when they will prepare surprises for over 5,000 children and distribute New Year gift packs together with Santa Claus.

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